Marketing Motherhood: Analyzing the Recruitment Media of LuLaRoe

Öz

Multilevel marketing is a billion-dollar industry. LuLaRoe is a successful multilevel marketing that uses mass media to recruit women to sell its products. However, LuLaRoe has been accused of being a pyramid scheme. Through a textual analysis of LuLaRoe’s website and social media pages, this study analyzes the recruitment media of LuLaRoe. Findings suggest common themes: an ideal retailer is a young, white, mother; LuLaRoe promises women the control to be successful entrepreneurs and attentive mothers; and LuLaRoe perpetuates a before-and-after identity.

Anahtar Kelimeler

• Gender
• marketing
• race
• recruitment communication

Anneliği Pazarlama: LuLaRoe’nun İşe Alım Medyasını Analiz Etmek

Öz

Çok düzeyli pazarlama milyar dolarlık bir endüstridir. LuLaRoe, ürünlerini satmaları amacıyla kadınları işe almak için kitle iletişim araçlarını kullanan başarılı, çok düzeyli bir pazarlamadır. Ancak LuLaRoe bir saadet zinciri planı olmakla suçlanmaktadır. Bu çalışmada, LuLaRoe’nun işe alım medyası olan web sitesi ve sosyal medya sayfaları metinsel analizi aracılığıyla analiz edilmektedir. Elde edilen bulgular ortak temalara işaret etmektedir: İdeal bir perakendeci genç ve beyaz bir annedir; LuLaRoe, kadınlara başarılı girişimciler ve özenli anneler olma kontrolünü vaat etmektedir; LuLaRoe öncesi ve sonrası kimliğini sürdürmektedir.

Anahtar Kelimeler

• Cinsiyet
• pazarlama
• ırk
• işe alım iletişimi

Kaynakça

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